Universities UK International
Campaign, Strategy, Design, Asset roll-out
55 million reached on Twitter
Over 80 Universities involved
We Are Together
An international campaign to establish UUKi and their partners as a source of authoritative guidance for students during the COVID pandemic
The pandemic has had, and continues to have, wide ramifications on all aspects of our lives.
As a result of the COVID pandemic, prospective and current students were suddenly faced with uncertainty. Students were unclear whether courses would go ahead, unclear on the impact of online learning and needed clarity on whether university would still offer value for money in the face of all these dramatic changes.
Our challenge was twofold. Raise awareness of the answers that UUKi and their partners could provide immediately. Secondly, create a community that would help highlight and distribute new information as the pandemic unfolded. Guidance was changing, new information became available daily. Students needed a trusted, positive place to turn to. UUKi needed an incisive campaign that cut through the noise and placed their expertise at the heart of the conversation.
At the time of the COVID outbreak, Yoyo was working with UUKi on creating a campaign to demonstrate that, following the Brexit vote, the UK remains an open and welcoming destination for EU students.
The project team realised that the insight we had gained placed us in an excellent position to swiftly pivot our work to combat the uncertainty in the wake of the virus.
A rapid response was key - at the time of launch, the situation was fluid. Government advice was changing regularly. Our approach was to focus on personal, positive messaging. From discussions with students, we knew that the support from professors, fellow students and university bodies was a strong motivator.
Our call to action to students, alumni, universities and partners helped answer questions and concerns. By playing an active role in creating, sharing and collating the content we ensured we could propagate the message and form the trusted hub of information that students needed.
Key messages and new guidance were able to reach our audience in a clear and consistent manner, at a time when COVID-19 was the single most discussed topic of conversation across all channels.
With the assistance of current students we helped create a brand, #WeAreTogether, and curated a body of video stories. Visceral, personal messages from current students that spoke to how their university, friends and support networks were helping them during the crisis.
In a campaign of this scale, our stakeholders and interested parties were diverse and numerous. UUKi and Yoyo were able to secure the support of the body of universities that UUKi represents, ensuring we had a coordinated and consistent message that could amplify our reach.
We created brand guidelines, alongside video and social assets to empower UUKi’s partners, allowing them to build upon and join our campaign. This work delivered impactful results for our client and clarity for our audience.